Summary
'Magonomics' analytics suggests that brands should reconsider magazines as a media choice and increase ad investment. The reader relationship has always been at the heart of the business argument for magazines as it crosses over into the reader's relationship with the magazine's advertising. However, there has been little empirical evidence of this claim, leaving unanswered questions about how this translates into return on investment and how the medium's performance compares with other media. To prove the real value of the reader relationship, the Professional Publishers Association engaged several metrics, designed to account for the unique way that consumers engage with magazines. The key finding demonstrated that magazines offer the highest ROI of any media channel.

Summary
This book details all the 24 gold and silver-winning papers from the IPA's Effectiveness Awards and summarises the 11 bronze winners. It also includes six new learning chapters. The papers offer templates for others to emulate and provide useful learnings such as how to combine traditional long-length TV advertising with a digital campaign in the case of Grand Prix winner John Lewis, and how to reposition a brand by repositioning the competition in the case of Aldi. There are also papers demonstrating how advertising works over the long term.

Summary
This paper argues that the time and costs involved in building a marketing mix model implies that model rebuild is an infrequent phenomenon and often the performance of these models deteriorate significantly - before they are evaluated and improved. This can limit the ability of firms to react quickly to changing market conditions. This paper discusses RapidMMM, a proprietary solution which uses advanced statistical and machine learning techniques to build marketing mix models within hours. The authors argue this solution reduces the time and costs involved with building a marketing mix model, making these models affordable to a larger cohort of media planners.

Summary
This paper examines the challenges of including digital data in marketing mix models and suggests some best practices for determining its sales impact and ROI. To better understand how to make mix decisions, it considers the unique difficulties in measuring three digital media types - online display, search (paid), and social word-of-mouth (buzz). Once the metrics have been determined, they must be combined with other sales drivers in a sales response modeling framework. Results are developed in a consistent framework with 'traditional' media to allow resource allocation decisions across the entire mix.

Summary
This paper provides a general overview of sports sponsorship issues surrounding the 2012 Olympic Games held in London. It argues that, when brands buy the rights to the Olympic Games, they gain the opportunity to engage with the passions of at least half the world's population. But buying rights only gives sponsors the canvas for their campaign. Only through effective activation can they create a picture that truly engages their audience. The paper identifies six key learnings for brands that emerged from London 2012, the most important of which is the need for effective mobile integration.

Summary
Les Binet and Sarah Carter explain the difference between return on investment (RoI)and profitability when measuring the effectiveness of campaigns and why people believe that RoI is a good thing without any real appreciation of what it means. They question how people came to believe that they were interchangeable ideas and look at the general confusion around efficiency and effectiveness. They demonstrate that measuring profitability is to measure the effectiveness of a campaign, while measuring RoI is to its measure efficiency.

Summary
This full version of the 'Seriously Social" Warc Trends Report (also available in summary form) identifies and explores effectiveness trends across approximately 800 recent case studies on Warc that contained a social media element. It includes quantitative analysis of patterns in media channel selection, duration and campaign budgets across this body of cases, and compares cases with social media elements that won Gold Awards to those that did not win Golds. Additional charts identify the heaviest sector and brand users of social media among Warc cases. The report also discusses the key issues facing social media marketers.

Summary
Effectiveness is becoming increasingly important in Asia - and creativity is its biggest driver. Asian advertising has traditionally relied on rational arguments and product demonstrations, rather than creative, emotional appeals, giving rise to the myth that creativity does not work effectively with Asians. Tim Broadbent explains why this is not the case and provides a creativity checklist to help marketers take advantage of the huge opportunity the region represents.

Summary
A global study by IBM found the role of the Chief Marketing Officer will become more paramount and influential. The study identified four major challenges confronting CMOs worldwide: data explosion, social platforms, channel and device choices, and shifting demographics. This article presents 25 key lessons from some of the world's leading marketers to help inspire, build brands, drive results and make marketing more accountable. Effective ways to use social media to engage with consumers and succeed in this new marketing landscape are discussed. The development of a more robust set of metrics to measure the impact of marketing programmes will be become more critical.

Summary
According to the 2012 ANA Digital/Social Media Survey, marketers no longer view newer media platforms as a novelty; rather, they are now considered vital to company strategy. The survey found 90% of respondents are currently taking advantage of social media. The research found that Facebook is used by 96% of marketers, closely followed by Twitter (89%). LinkedIn and Pinterest were used by 49% and 33% respectively. Meanwhile, 74% are using mobile marketing. Online video was the stand out media in 2011 with 80% of marketers utilising the platform compared to 64% in 2010. LinkedIn was considered the most effective platform for B2B brands. Some 26% of all marketers surveyed are currently using gaming to reach customers, and 74% are using mobile platforms, such as branded mobile apps, to engage consumers. However, effective measurement of return on investment (ROI) remains an issue.